The article points out how many women feel advertisers don't understand them or their lives.

How are brands doing in their quest to forge better marketing
relationships with women? The results are mixed. Even the target
audience feels a profound lack of connection. The oft-quoted Greenfield
Online Study from 2002 found that 91 percent of women believed that
advertisers of every stripe didn't understand them. Recent research from
Insights in Marketing’s i-on-Women unit suggests little has changed
over the last decade. Just 17 percent of 1,300 women surveyed said
today’s advertisers market effectively to females, while a mere 9
percent believed marketers were effectively communicating to them
personally.

"Part of where they're missing the boat is, they’re painting all
customers with the same broad brushstrokes," says Tinesha Craig,
division director of i-on-Women. "All moms aren’t quite the same. All
women aren’t the same. Companies haven’t figured out how to customize
their message in a way that’s meaningful. I think they leave a little
bit of opportunity on the table because they’re looking at just one
aspect of who you are."

How do you break through stereotypes?

There are three secrets to breaking through stereotypes and creating ads that make a real emotional connection with your audience.